Panini TV ad campaign drives football sticker success
Some retailers have opened special pop-up shops to capitalise on the football sticker trend
The publisher won the licence for the Premier League from rival Topps in an expensive bidding process last year.
Panini gave the Football 2020 collection its TV advert debut this January.
Panini’s head of marketing for sport, Chris Clover, told betterRetailing: “Panini’s Football 2020 is absolutely flying off the shelves, and is set to be the highest-selling domestic football sticker collection launched in the UK for decades.
“Packet sales are now outstripping any other collectable launched in 2019 and are growing week on week, with our marketing campaign still in full swing.”
Retailer Peter Wagg, owner of News on the Wharf in London, has opened a special pop-up shop to capitalise on sticker sales.
It was the latest in a series of ongoing initiatives from Panini, and has helped Wagg become one of the country’s biggest Panini stockists.
Wagg gave away 8,000 free Football 2020 albums and sold more than 3,000 packs of stickers.
“The pop-up shop was very successful – we’ll be doing another one for this summer’s Euro 2020,” he said. “Sales of the stickers have been phenomenal.”
The company has noted that it is seeing a new trend of adults reliving their childhood by purchasing stickers.
The trend is likely to be boosted by the February edition of FourFourTwo magazine.
This Euro ’96 special edition will include free Panini stickers and a feature that charts the “highs and lows of Panini stickers”.
Clover said: “We deliberately set out to engage collectors both young and old, in what was a huge moment in football history – the first Panini Premier League sticker collection – and we are delighted to have achieved just that.
“This year is set to be a massive one for Panini, with Football 2020 and the upcoming Euro 2020.
“We also have exciting plans in store for Premier League Adrenalyn XL 20/21. We aim to establish Adrenalyn as the leading football trading card brand in the UK, just as it already is in Italy, Spain and France, among other countries.”
Football 2020 boasts 636 stickers, and this year the album has doubled in size. It includes every one of the 20 Premier League teams, each of which has four dedicated pages.
Starter packs are priced at £3.99 and include an album and five packets. Each packet costs 70p and contains five stickers.
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